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MT 219 Marketing Unit 7 Seminar

MT 219 Marketing Unit 7 Seminar - MT 219 Marketing Unit...

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MT 219 Marketing Unit Seven Advertising, Public Relations, Personal Selling and Sales Promotion Note: This seminar will be recorded by the instructor.
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Review of Unit 6 How did Unit 6 go? Questions or concerns? Instructor suggestions for Unit 7 How is the Research Project for Unit 8 coming? Additional questions?
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The Promotion Mix Four elements of the promotional mix: Advertising Public Relations Personal Selling Sales Promotion The fifth- Direct Marketing will be explored in Unit 8.
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Integrated Marketing Communications Assuring consistent messages through the coordination of promotional efforts The objective is to generate maximum informational and persuasive impact Generally, all five of the promotional mix are used to get maximum effect- advertising, personal selling, sales promotion, direct marketing and publicity
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Promotion mix strategies- Push vs. Pull Push - budgets are directed to resellers, often through personal selling Pull – budgets are directed to the consumer, often through advertising and promotion
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Advertising Paid non-personal communication through mass media Advantages - Cost efficient on a per person reached basis - Highly flexible, and allows for repetition - Adds value - Lends legitimacy Disadvantages - Out of pocket outlay is high - Hard to measure sales effect unless source coding is used - Feedback usually slow
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